I have had several clients over the past couple of years execute retail- focused national sampling programs. Activations at retail events are usually about one thing: Sales! When multiple...
Tag: experiential marketing
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Measuring Customer Value In Event ROI Models
There are several different ways to calculate customer value when measuring your event ROI. Customer value as a dollar figure identifies how much revenue an event generates. When divided...
Avoiding Bias When Projecting Event Recap Metrics
One component of experiential marketing we frequently measure is projected event metrics. Our agency clients usually have key performance indicators (KPI) that they need to reach during the program. Knowing how...
How To Distinguish Between Category Sales and Brand Sales
It’s not uncommon for a brand team to turn to experiential sampling when they are trying to stem the flow of customers away from the brand. Churn scares everyone...
The Value of Employing a Research Manager Seasoned in Your Event Marketing Product’s Category
Research managers at agencies are sometimes assigned to lead the research efforts for a variety of products and services in multiple industries. It’s actually one of the reasons I...
The Importance of Clean Field Staff Reporting
I know several of my co-workers have recently posted blogs about field staff reporting and the importance of keeping it clean and up-to-date. So why am I writing about...
Measuring ROI With On-Site Purchases
Normally, any project where we calculate return-on-investment (ROI) includes an essential component from the survey: purchase intent. However, on rare occasions, we employ a survey for an experiential program where...
Six Things You Can Do In Event Marketing to Increase Response
This post contains a magnificent set of six, scientifically-proven principles that, when combined, can create a road map to improved experiental marketing success. Each idea can be used ethically...
Time is a Factor in Event Marketing
We’re in the midst of recapping a national event marketing campaign for a spirits brand. The measurement strategy is fairly standard: increase brand awareness, reach the target consumer, generate...
Quality Versus Quantity in Event Marketing
I recently reviewed two recap reports in two very different industries. Each had a quality versus quantity issue related to event marketing. And this painted a rich story of...